Nationwide — Tahj Williams, a 26-year-old African American woman from New Orleans, is making history as the first artist to design both the Super Bowl logo and its theme art. Her beadwork, which honors the Black Masking tradition, highlights the rich cultural heritage of New Orleans on a global stage.

Williams, a member of the Golden Eagles Tribe, created a hand-beaded design for Super Bowl LIX, inspired by the centuries-old Black Masking tradition. This cultural practice involves intricate beadwork on suits worn during festivals like Mardi Gras, celebrating community and resilience — themes reflected in her Super Bowl artwork.

“This partnership is a dream come true and an opportunity to share the beauty of Black Masking culture with the world,” Williams said, according to Essence.

Williams also has a personal connection to football, having been the only girl and captain of her middle school football team. She said, “Football has played a tremendous role in my life by teaching me to focus on my dreams without worrying about what society thinks is for girls or boys. It’s the same spirit of determination that shapes my work today.”

The NFL’s collaboration with Williams aims to showcase New Orleans’ unique culture during Super Bowl LIX. Her designs will be featured on digital game tickets, official program covers, and large public displays across New Orleans, bringing Black artistry to the forefront of the event.

“We knew from the start that we wanted this year’s theme art to capture the essence of New Orleans,” said NFL senior vice president of global brand and consumer marketing Marissa Solis. “Queen Tahj’s deep connection to her community and extraordinary talent made her the perfect artist for this project.”